Subscribe to ENGAGE |
Knowing how to write effectively for the web is not only a good practice, it can also improve your website traffic, usability and search engine optimization. Many traditional writing guidelines apply to both web and print. The key is providing the right amount of information in the right manner.
Last month, in Part 1, we set the stage for writing engaging content by identifying your audience, putting yourself in their shoes, and making a plan before you actually start writing. This month, we outline some simple tips for writing content that engages – along with a few important pitfalls to avoid.
Web users don’t read; they scan. Headings, subheadings, lists, images and captions are writing tools that you can use to help your website visitors quickly find what they’re looking for.
You’ve all seen them – webpages with a full page of paragraph copy and a single, solitary headline at the top. Would you really want to read all of that? Probably not. And neither will your website visitors. Give your page a good, descriptive title and break your content into bite-sized chunks accented with informative subheads using these guidelines.
Website visitors are usually on a mission: they want to find out if your company or organization has what they are looking for or if they want to do business with you. The structure of your body content can help visitors achieve their goals and bring you more business.
Lists are an excellent way to convey key points to readers, quickly and succinctly.
Newspapers and magazines know what they are doing when it comes to using images to attract readers and enhance their message. Take a page out of their book to enliven your web content.
The guidelines above will help you write effective, web-friendly copy. However, any good thing can be taken to extremes. As you write, be sure to use the following in moderation:
For additional information on writing for the web, check out these resources: